Analysis of diversification strategies in Taiwan's

public utilities

A Case Study of Taipei Water Department

M10217005

103 7

i

Heinz Weihrich

1982SWOTSWOTStrengthsWeaknesses

OpportunitiesThreats

StrengthWeaknessOpportunity

ThreatSWOT

ii

:SWOT

iii

ABSTRACT

A while back, a national crisis hit the country and changed the life of every citizen-the

presence of toxic compounds (Plasticizer and cloudifier etc.) were found in drinks on

national soil. This news caused a public panic with big consequences and made us think

about this question: whether the Taipei Water Department could create a product that

would prevail in the beverage market and whether Feitsuei Dam is an ideal source of water

for Taipei good water, the above-mentioned product.

This thesis will focus on whether the Public utilities can go beyond its regular duties

and, with a new and creative mindset, pave a new route for Public utilities. We will focus

specifically on the methods following Taipei Water Departments Water To bottled policy.

These are the focal points of this master thesis.

The theoretical basis of the study, its approach on brands and diversification, utilizes

Heinz Weihrichs SWOT analysis tool that was first proposed in 1982. SWOT evaluates a

businesss Strengths and Weaknesses and its environments Opportunities and Threats.

Thus, SW can be considered the analysis of a corporations positioning, while OT the

analysis of the industry.

After having fully analyzed the topic using the SWOT system, we will categorize the

information on bottled water in domestic market so as to show three distinct findings:

1. Taipei Water Department is not suitable for the promotion of bottled water using the

Feitsuei Dam. TWDs director clearly expressed his point of view: the TWD, as a Public

Utility, is not suited for the promotion of bottled water as the market is already well-packed,

with little product diversity and there is little profit in this market. Thus, this market is not

deemed to be the right one for TWD.

iv

2. Promotion of the carbonated water will help in avoiding competition with the

public as this product is less widespread and therefore avoid conflicts. The sparkling water

drink that the TWD is promoting right now is created exactly for this purpose in adding a

unique product to the market. TWD use the Feitsuei Dam as the basis for its Taipei good

water operation helps the organizations public image by showing the population how

they were able to efficiently use the Dam water to make a profit out of it.

3. The fact that TWD is branching out to different markets help it minimizes risks,

effectively enabling it to have a stable income.

Keywords: water, Public utilities, Strategic planning, Diversification strategy

Brand strategy, SWOT analysis

v

2014 7 3

vi

1

1

2

3

4

12

13

15

15

15

16

18

19

SWOT 21

25

25

31

37

37

38

39

39

41

47

vii

47

47

49

51

52

54

55

55

59

65

66

71

75

78

81

82

82

SWOT 83

85

89

SWOT 91

91

91

96

107

viii

107

118

124

SxOy125

SxTy128

WxOy130

WxTy132

135

135

139

143

151

ix

141 5

211 18

212 Weihrich TOWS 22

213 TOWS 23

221 25

222 29

223 32

241 CTSI 44

311 50

312 GMP 52

313 ()53

314 ()54

315 54

321 58

322 2013 2012 60

323 2006~2011 ()()

()62

324 2008~2013 ()

64

331 66

431 SW0T 124

521 140

x

151 12

161 13

211 Hill Jones 19

221 34

241 CTSI42

242 2012 20 45

311 48

321 56

331 68

332 70

333 72

334 PH9.0 73

335 74

336 76

337 79

1

(

)

:

2

:

SWOT

3

(2001)

(strategic planning)

(1997)

(Michael Porter1990)

(logo)

4

SWOT

SWOT

(

)

1-4-1 SWOT

5

1-4-1

:

:

()

()

()

SWOT

6

( A)

103 3 31 2

1

? ?

2

3

? ?

4

?

5

?

6

?

7

8

9

()

7

( B)

103 4 11 2

1.

?

2.

3.

4.

?

( C)

103 4 14 2

1

2

3

4

8

5

6

( D)

103 4 14 3

1

2

3

??

4

5

9

( E)

102 12 6 2

1.

?

2.

3.

( F)

103 4 3 3

1.

2.()

(

)

3.

(

)

4.

10

( G)

103 4 29 2 45

1

()

2

3 105 ,

4

5

6

7

Evan

8

9 Evan

10

11

( H)

103 4 30 3

1

()

2()

3

4

5

6

7

8

9

10

12

SWOT

1-5-1

SWOT

13

1-6-1

1-6-1

1.

2.

SWOT

14

15

SWOT

(1999)

(1995)

(200036)

Steriner(1979)

Aaker(1984)

Glueck(19763)

(Strategy)

Ansoff(1965)

16

(2003217

(199080)

(2008) 1960

Alexander(1982)

PDAC()

Hax Mjluaf1984

17

(Business strategic planning)

1960

Ansoff1980134)

(Corporate strategic planning)

19701980

(strategic management)

1980

Sothic(1987117)

Osborne Gaebler(1999209)

Steriner(1979)

(Strategy Formulate)

18

Greeniey(1989)

1900 2-1-1

1970

1980

2-1-1

1900

1970

1980

1980

Smith199415

19

HillJones(20016)

2-1-1

2-1-1 : Hill & Jones

Hill, C.W. and Jones, G.R., Strategic ManagementTheory: An Integrated Approach,

5th Edition, Houghton Mifflin Co., p.6, 2001

20

Mintzberg(2005)

Robbins(2007242)

SWOT SWOT

21

SWOT

SWOT SWOT

SWOT

SWOT SWOT

(20049) SWOT SWOT S

(Sternghs)W(Weaknesses)O

(Opportunities) T

(Threats)SWOT ()

1998 SWOT G.Steiner Weihrich(1982)

TOWS SWOT

2-1-2

SO(Max-Max)

ST(Max-Min)

WO(Min-Max)

WT(Min-Min)

22

2-1-2 Weihrich TOWS

(S) (W)

(O) SO WO

(T) ST WT

Weihrich1982pp60

(2006) Henry Mintzbergl1998)

SWOT

SWOT

1960

SWOT

Henry Mintzbergl Strategy SafariA Guide Tour Through the

Wilds of Strategic Management

2003

64

SWOT

SWOT

Weihrich198259-60 TOWS

2-1-3

23

2-1-3 TOWS

1

(A) (B) (C) (D)

4(A)

5

6

7

(S) (W)

(O)(

)

SO

MaxiMaxi

WO

MiniMaxi

2

A

B

C

D

E

F

3

(T) ST

MaxiMini

SO

MiniMini

WeihrichH1982pp60

(1998) SWOT

SWOT (2003380-386)

1.(Strengths)

24

2.(Weaknesses)

3.Opportunities

S

4.Threats

SWOT

25

2-2-1

2-2-1

Gort (1962)

Berry (1975)

Michael Porter (1990)

Oster (1994)

(1997)

Chandler(1962)

(Volume Expansion)

(Geographic Expansion)

26

(Diversification)

Oster(1999)

Concentric Diversification

(Vertical Integration)

(vertical integration in a backward direction)

(vertical integration in a forward direction)

Conglomerate Diversification

()

27

HamiltonAllenBooz(1985)

MillerDess(1996)

Oster(1999)

28

Aaker(1995)

Simmonds(1990)

29

2-2-2

2-2-2

(breadth)

(mode)

SimmondsPThe combined diversification breadth and mode dimensions and the

performance of large diversified firmStrategic Management Journal 11339-410.

(breadth)

(mode)

()

:

+=(-)

+=(-)

30

+=(-)

+=(-)

31

:

1(1960)(name)

termsignsymboldesign

2005

Doylc1990

Aaker1991

Aaker1996

1 (American Marketing Association,AMA) 1937 ,,

,,

.

32

(

)

Kotler1993

Chernatony Mcwilliam1998

Tramis2000

Mariotti2000

2-2-3

Doylc

Aaker

33

Kotler

Chernatony & Mcwilliam

Tramis

:

Brand Value

Michael Porter

Kevin Lane Keller2003)

(MBA )

34

2-2-1 :

2-2-1

MBA

Leventhal1996

(Kapferer1997)(Nilson1998)

Vaid2003

Duncan & Moriarty1997

35

Braun2005

36

37

:

428 :

47

:

()

()

()

(Public utility)

(1996)

38

:

(1909 )

()

101 102 5

:

:

:

--

39

:

( 32

)( 62 )

500

(

) 6.83 (2013)

1971 1972 1974

40

1978

, 1979 8

1987 6

1984

1999

2002

1,024 23 170 113.5

4 600 (

) 40 ( 345 )

119 (2030 )

( 101 102.6 )

;

()

()

()

41

()

2002

2012 6 9

2012 2 41.22

4 40

2-4-1

2 Carlsons Trophic State Index CTSI

SD aCHaTP

CTSI=[ TSITP+TSISD+TSICHa]

/ 3

CTSI>50

40 CTSI 50

CTSI

42

2-4-1 CTSI

: 2012

2012

2013 3

a 3

TAF

101 4

43

82 21

a 3Carlson trophic state index,

CTSI

2-4-1

43.3

53.5 50

25 20

2012 20

70

2-4-2

(50)

44

2-4-1 CTSI

2012

20

2012

44.2 43.1 47.9 42.3 45.5

40.0 43.9 47.1 42.3 43.3

49.2 51.3 62.63 50.9 53.5

47.6 53.0 57.3 49.7 51.9

36.3 41.3 43.3 39.2 40.0

42.2 49.1 51.8 42.7 46.4

32.7 47.8 44.5 43.2 42.0

35.2 46.5 42.3 38.6 40.6

-4 41.3 43.4 32.6 39.1

32.9 38.8 44.1 27.2 35.8

33.9 42.8 39.7 43.0 39.8

39.3 44.1 43.4 45.0 43.0

44.6 45.2 50.1 43.1 45.8

41.3 43.2 50.4 -5 45.0

45.3 35.2 42.7 52.6 44.0

38.7 47.3 46.5 44.3 44.2

47.3 49.3 51.2 47.5 48.8

53.0 51.2 50.0 50.8 51.3

76.5 79.6 74.4 76.2 76.7

42.7 46.1 49.5 44.2 45.6

: 2012

3 3

4 1

5 4

45

2-4-2 2012 20

: 2012

46

47

2006 2013

1980

1983

48

6 3-1-1

1987

3-1-1

1986 8 1

6 1975 10 12

49

1991

GMP

(

1996)

2001

260,521,887 2013 325,845,704

12 25 65,323,817

600

()

2

CNS12852(N5228)

CNS12700(N5225)

50

2011 8 15 3-1-1

3-1-1

(Mineral water)

(Bottle water)

0920-210 0920-310

(

)

:()

()

(2004)

51

(

)

(IWBAInternational

Bottling Water Association) 1980

() 0~2500 (Spring Water)

() 2500 (Mountain Spring Water)

:

()

52

IWBA

3-1-2

3-1-2 GMP

GMP7

(CNS12700 N5225)

GMP

(CNS12852 N5228)

A.

B.

C.

D.

A.

B.

A.

B.

A.

B.

7 "GMP" Good Manufacturing Practice

GMP

53

C.

D.

:

3-1-3

3-1-4

3-1-3 ()

(PPM)

(Selenium) 0.01

(Total Chromium) 0.05

(Antimony) 0.005

(Nickel) 0.02

(Manganese) 0.50

(Nitrite-Nitrogen) 5.00

(Nitrite- Nitrogen) 0.02

(Fluoride) 89

(Nitrite- Nitrogen) 10.00

(Cyanide) ( CN ) 0.05

:

8 1mg/L

9 2mg/L

54

3-1-4 ()

(PPM)

0.01

0.05

5.00

1.00

0.001

0.005

0.01

:

1 200

:

3-1-5

:

,

55

.

2011 6

http://zh.wikipedia.org/wiki/%E7%B3%95%E9%BB%9Ehttp://zh.wikipedia.org/wiki/%E9%BA%B5%E5%8C%85http://zh.wikipedia.org/wiki/%E8%97%A5%E5%93%81

56

1976 10 10

3-2-1

1600c.c. 15

1980

3-2-1 1976

1976 11 18

10 1975 10 12

57

11

1989

1989 1992

() 1995 ()(

2002)

2001

GMP

11 19

58

3-2-1

3-2-1

(1996)

GMP

59

1995 ()

1997

1998 1999

3-2-2 2013

2,052,961 15.87%

2012 2,073,576

300,953 2013 325,846

60

1.36% 2013 2013

2102

3-2-2 (2013)(2012)

2013

(

)

2013

2012

(

)

2012

(%)

2012~2013

2012~2013

172,216 8.39% 180,172 8.69% -7,956 -0.30%

290,644 14.16% 306,277 14.77% -15,633 -0.61%

870,369 42.40% 892,682 43.05% -22,313 -0.65%

171,049 8.33% 150,427 7.25% 20,622 1.08%

96,601 4.71% 105,510 5.09% -8,909 -0.38%

29,493 1.44% 2,919 1.41% 26,574 0.03%

12 66,127 3.22% 54,201 2.61% 11,926 0.61%

13 22,026 1.07% 46,332 2.23% -24,306 -1.16%

8,590 0.42% 7,871 0.38% 719 0.04%

14 325,846 15.87% 300,953 14.51% 24,893 1.36%

2,052,961 100% 2,073,576 100% -20,615

2011 5

()()

12

13

14

61

2006 2011

(

)

3-2-3

2006 2009 2010 2011

2006

2013 30 2008

()

62

3-2-3 (2006~2011)()()()

2006 2007 2008 2009 2010 2011

()

226,557 208,807 280,701 296,042 260,260 180,571

269,488 281,548 270,060 394,378 294,938 327,067

727,151 677,297 710,570 857,958 926,035 902,241

150,826 140,374 135,824 140,880 160,773 138,822

112,995 129,249 105,287 124,098 129,163 106,814

33,111 23,883 24,011 31,526 27,990 22,475

62,240 43,954 62,025 51,255 46,113 43,715

16,794 15,369 24,664 16,778 13,325 17,006

297,479 296,105 307,486 361,095 364,087 362,178

(%)

11.94% 11.49% 14.52% 13.02% 11.71% 8.81%

14.21% 15.50% 13.96% 17.34% 13.27% 13.91%

38.34% 37.28% 36.74% 37.73% 41.66% 43.00%

7.95% 7.73% 7.02% 6.20% 7.23% 6.77%

5.96% 7.11% 5.44% 5.46% 5.81% 5.21%

1.75% 1.31% 1.24% 1.39% 1.26% 1.32%

3.28% 2.42% 3.21% 2.25% 2.07% 2.13%

0.89% 0.85% 1.28% 0.74% 0.60% 0.85%

15.68% 16.31% 16.59% 15.87% 16.39% 18.00%

(%)

-7.83% 34.43% 5.46% -12.08% -30.57%

4.47% -4.08% 46.03% -25.21% -3.28%

-6.86% 4.91% 20.74% 7.93% -4.74%

-6.93% -3.24% 3.72% 14.12% -13.65%

14.38% -18.54% 17.86% 4.08% -17.30%

-27.87% 0.53% 31.29% -11.21% -3.41%

-29.38% 41.11% -17.36% -10.03% -5.20%

-8.49% 60.47% -31.97% -20.58% 31.46%

-0.46% 3.84% 12.59% 0.83% 1.48%

63

2006 2013

CoCo

2006~2013

64

7~10

15

5~7

2006~2013 30

15

3-2-4 2008~2013

2012

3-2-4 2008~2013 ()

() () ()

2008 307,486 15.90% 3.70%

2009 361,095 16.05% 14.85%

2010 364,087 14.81% 0.82%

2011 369,462 17.95% 1.48%

2012 300,953 14.51% -18.54%

2013 325,846 15.87% 8.27%

15

201 2 11 1

65

18 3-3-1

66

3-3-1

OEM

Oxygenizer

(

)

APAS 7select ()

San Benedetto

(

)

Contrex

() ()

UNI WATER ( Twist water)

PH9.0

(600c.c.)

(2200c.c.)

super commodity

67

3-3-1

3-3-2

San Benedetto

Contrex

()

68

Scorz

500cc 35

500cc 50

3-3-1

69

2009

16

(1/4~1/5)

600cc 10

2200cc

YES

600cc

2200cc

30

16 2009 6

70

2009 24.717

600cc 10

3-3-2

172009 6

71

Apas 3-3-3

3-3-43-3-5

72

(

PH 7.3~8.1

GMP

700cc 10

PH

SiO2

O-Index [Ca+K+SiO2] /[Mg+SO4]

O-Index 2

O-Index 5

600cc 10

3-3-3

73

PH9.0

pH

-(NIEA W424.52A)

9.0~9.5

3-3-4 PH9.0

74

72

565cc25

3-3-5

75

3-3-6

(RO )

76

UNI WATER

77

( 0.2)

pH =7

RO

105

600cc 18

550cc 10

(Pure Water)

78

50

CNS12852

600cc 12

3-3-6

(

)()

7-11 3-3-7

()

79

7-11()

Mineral Water

()

twist water

80

1000cc 29

r

Logo

()

()

c

81

(GMP)

3-3-7

82

83

1997 9

1999 10 26

SWOT

200

2004 2

84

2003 2 21 10 24 OEM

(350cc)600cc1500cc

5000cc10000cc20000cc

2007 11 27 18

SWOT

SWOT

(Strengths)

1.

2.()

18

11 2007 11 27

85

3.

4.

5.

6.

7.

(Weakness)

1.

2.

3.

4.

5.

(Opportunities)

1.

2.

3.

4.

(Threats)

1.

2.

3. PET

4. WTO

2007 5

86

2008 5 2(12

) 2

2007 11 28

600cc 29

(

2009)

(

)

87

600cc 29

88

PET

11

50

600 10.5

()PET

PET 250

93 173

102

PET(Polyethylene terephthalate

)1PET

PET PET

PET

89

600cc 29

CP 19

18

SWOT

19 C/P = Cost / Prise

() ,

C/P >1, ,

C/P

90

91

SWOT

SWOT

AC F

92

(SA1)20

(SC2)

(SF3)

24

B

20 SA-1 S=SternghsA=1= A

S

93

(SB4)

C

(SC5)

()

A

94

(SA6)

D

(SD7)

(SD8)

95

2011 1

2012 2012

4

2011 500

1 18

6.83

E

(SE9)

A

96

SA10

()

97

A

(WA1)

21

(

)

21

MBA

98

A

(WA2)

A

99

(WA3)

A

E

7/11

(WE4)

(WE5)

E

(WE6)

100

_

E

(WE7)

()

101

2007 10.84 /m3

3.8 9.1 98.85 /m3

41.77 /m3

8.06 /m3 10.84 /m396

8.7 /m3 98.85 /m33.01 /m3

95.79 /m32.92 /m3

22.66 /m3(2010

5 22 )

A

()

()

102

(WA8)

(B)

99.6%

(

)

18

19 50

(WB9)

B

103

(B)

102

(WB10)

(A)

(WA11)

(B)

5~9

1

WB-12

104

CO2

(A)

(WA13)

PET

()

()

http://zh.wikipedia.org/wiki/%E6%B8%A9%E5%AE%A4%E6%B0%94%E4%BD%93http://zh.wikipedia.org/wiki/%E4%BA%8C%E6%B0%A7%E5%8C%96%E7%A2%B3http://zh.wikipedia.org/wiki/%E7%92%B0%E5%A2%83

105

(A)

WA14

400

0.17 2,350

(A)

(A)

106

()

WA15

()

(A)

()

107

WA16

A

108

A

OA1

OA2

B

A

,,,,

,

,

,,

,

109

OB3

AB

C

OC4

()

110

A

$6 $20

OA5

101 101

101 4500 TVBS 2014.05.04

100 34

101

G

OG6

111

E

500 1000 CC

600 CC 850 CC

OE7

OE8

112

C

OC9

H

OH22

C H

22

8

A 22

1928 1932 3 7 (

)2010.09.27

113

OA10

()

A

114

()

A

OA11

B

7600 6000

1 OB12

()

A

OA13

B

89 13

115

115

OB14

115

130 97

OB15

B

OB16

A

116

OA17

A

OA18

B

101

OB19

117

()

A

OA20

A

2012

2010

A

118

SETEK()

OA21

2500

973 2.6

119

1/5

C

23TC1

1

,

TC2

C

2009

()

B

23

120

.

$120,$80$50,

,

,

,

TB3

B

2011 8200 2012 1.1 2013 9800

F H

TF4

121

TF5

H

,

$90

TH6

( F)

( H)

F

H

90

H

122

(PET)

A

C

5 1 TC7

A

C

,

TA12

F

TF8

123

B

97

TB9

B

,

TB10

B

,

,

TB11

124

(SO)(ST)WO

WT

4-3-1

4-3-1 SWOT

(S) (W)

S1:

S2:

S3:

S4:(

)

S5:

S6:

W1:

W2:

W3:

W4:

W5:

W6:

W7:()

(O) (T)

O1:

O2:

O3:()

O4:

T1:

T2:

T3:(PET)

T4:

125

(SxOy24

X=1234y=1

x=46y=2

()

24 SxOy S=Sternghsx= S x=123456O=Opportunities

y= O y=1234

126

()

x=45y=4

127

()

x=6y=3

2011 500

(

)

128

(SxTy

x=123y=1

129

x=6y=2

130

WxOy

x=12y=1

x=23y=2

131

()

(

)

x=34y=34567

132

WxTy

w=1235y=2

133

w=6y=13

(PET)

134

w=4y=4

135

SWOT

136

137

5~9

1

138

139

5-2-1

140

5-2-1

80

80

35

16

15

()

37

8

101

141

142

101101

143

P.Paul HepperMary J.Heppner 2009

2009()

2009 2009

2003

2010()

2000--

1998

Marshall King 2006

1996

2003

2010

Robbins, S. P.(2006)()

Organizational Behavior 11/e,

2000

2000

2010

144

2001

2010

2009

2007Panel Discussion

2002

2000

2008

2006Mintzberg, Henry

Keller K. L.1997()

20038 98-106

2005

2002

(1988)

Michael E. Porter 2002

145

2006

2000(Allan Afuah1999)

2010

(2000

2001-

2011

2007

2002

3850-58

2002

2012 SWOT

2001

1995

2010

2004

Matt Haig 2005/100

146

2006--

2000

2005-4 16-19

Andrea Grabor 2001

David OsborneTed Gaebler

82

2005-

()

2004

http://ndltd.ncl.edu.tw/cgi-bin/gs32/gsweb.cgi?o=dnclcdr&s=id=%22089YUNTE121009%22.&searchmode=basichttp://ndltd.ncl.edu.tw/cgi-bin/gs32/gsweb.cgi?o=dnclcdr&s=id=%22090TKU00457002%22.&searchmode=basic

147

Aaker,D. A.1990,Brand ExtensionsThe Good, the Bad, and the Ugly,

Sloan Management Review,Vol.31(Summer),pp.47-56.

Aaker, D.A.and Keller,K.L.1990,Consumer Evaluation of Brand

Extensions,Journal of Marketing, Vol.54 (January), pp.27-42.1.

Aaker,D.A.(1991),Managing brand equity: Capitalizing on the value of a

brand name,New York: The Free Press.

Armstorong, G., & Kotler, P. (2000). Marketing: An introduction (5th

ed.) . New Jersey: PrenticeHall, Inc.

Ansoff, H. I. (1957). Strategies for Diversification, Harvard Business

Review,35 (5). 113-124.

Biel, A.1992,How brand image drives brand equity. Journal of

Advertising Research, Vol. 32,pp.6-12.

Berry, C.H. (1975).Corporate Growth and Diversification. NJ: Princeton

University Press.

Creusen & Schoormans J,(2005).The different roles of product appearance in

consumer choice. Journal of product innovation management ,22(1), 63-81.

Duncan, T., & Moriarity, S. E. (1998).A communication-based marketing model

for managing relationships. Journal of Marketing communications ,

6(2),1-13.

Dodds, W. B., Monroe, K. B. and Grewal, D.1991,The effect of Price, Brand

and Store Information on BuyersProduct Evaluations,Journal of

Marketing Research,Vol.28 (August),pp.307-326.

Govers, P., &; Schoormans, J. (2005). Product personality and its influence

on consumer preference. Journal of Consumer Marketing , 22(4), 189-197.

Hartman,Price.and Duncan,Carlvin P.1990,Consumer Evaluation of

Franchise Extension Products: a Categorization Processing Perspective,

Advances in Consumer Research ,Vol.17,pp.120-127.

Keller, K. L. (1993).Conceptualizing, measuring, and managing

customer-based brand equity.Joumal of Marketing,57,l-22.

Keller, K. L. and Aaker, D.A.1992,The Effects of Sequential Introduction

of Brand Extension,Journal of Marketing Research,29(February),

pp.35-50.

Kotler,P.(2000),Marketing management,10th ed., N. J.: Prentice Hall.

Lanza,del.Ro.2001,The effects of brand associations on consumer

response, Journal of Consumer Marketing, Vol.18,No.5,pp.410-425.

Oster, S. M. (1999).Modern Competitive Analysis (3rd ed.) .Oxford

148

University Press .

Palepu,K.(1985).Diversification Strategy,Profit Performance,and the

Entropy Measure.Strategic Management Journal,6,239-255.

Robert, E. B., & Berry, C. A. (1985).Entering new business: Selecting

strategies for success.Sloan Management Review,spring,8-13.

Robbins,S.P,(1998).Organizational behavior,(8th ed) New Jersey

Prentice-Hall, Inc.

Sen, S. and Johnson, E. J.1997,Mere-Possession Effects without

Possession in Consumer Choice ,Journal of Consumer Research,Vol.24

(June), pp.105-117.

Smith, D. C. and C. W. Park1992,The Effects of Brand Extensions on Market

Share Advertising Efficiency,Journal of Marketing Research,Vol.29,

No.3,pp.296-313.

Teece, D.J. (1982).Towards an economic theory of multiproduct firm.

Journal of Economic Behavior and Organization,3,59-63.

Williamson, O. E. (1975).Markets and Hierarchies: Analysis and Antitrust

Implications.New York: Free Press.

149

http://wq.epa.gov.tw/

http://ivy1.epa.gov.tw/drinkwater/index-7.htm

http//www.twd.gov.tw/

http://www.feitsui.gov.tw/

http://www.water.gov.tw/

http://www.tybio.com.tw/

http://foodbank.firdi.org.tw/

http://www.firdi.org.tw/

MBA http://wiki.mbalib.com/zh-tw/

http://www.bia.org.tw/style/content/CN-02a/news.asp?lang=1&customer_id=11

35&name_id=16664&fid=902

http://big5.chinabgao.com/gate/big5/www.chinabgao.com/freereports/25331.h

http://wq.epa.gov.tw/http://www.feitsui.gov.tw/http://www.water.gov.tw/http://www.tybio.com.tw/http://foodbank.firdi.org.tw/http://www.firdi.org.tw/http://wiki.mbalib.com/zh-tw/

150

151

( A)

103 3 31

1

? ?

2

3

? ?

4

?

5

?

6

?

7

8

9

()

152

( A)

103 3 31 1 30

1?

?

153

2

154

3

? ?

155

4

?

156

5

?

6

?

157

()

know how

SETEK()

158

7

$10

,

159

8

()

$6

$5

$20

9(

)

1 50

160

161

( B)

103 4 11

1.

?

2.

3.

4.

?

162

( B)

103 4 11 2 30

1

,

ATM,

103

76,000 151

5455

49 54-55

99.6%

163

50 56 102

18 19

50

59% 1%

2

7600 6000

1

89 13

115

164

97

$120$80$50

,

2012

165

3

166

4

2013 2014

2013 2014 2.3

2013

1 4

115 130

97

167

( C)

103 4 14

1

2

3

4

5

6

168

( C)

103 4 14 2 30

1

2

169

3

170

4

97

5

1

,

5 1

171

6

:

,k:

:

,

172

( D)

103 4 14 3

1

2

3

??

4

5

173

( D)

103 4 14 3 30

1

BOT

174

2

20 78 84

175

3

??

20

4

300cc

5

176

( E)

102 12 6

1.

?

2.

3.

177

( E)

102 12 06

1

84 7 1

84 7 1

1000mm

178

90 6 19

GMP

91 9

92 9

26

2

500 1000 CC

600 CC 850 CC

179

7/11

93 7 7/11

3

180

S NQ 6

2009 2010

2011

181

( F)

103 4 3

1.

2.()

(

)

3.

(

)

4.

182

( F)

103 4 3 3

1

2()

()

183

3

()

4

184

( G)

103 4 29 2 45

1

()

2

3 105 ,

4

5

6

7

Evan

8

9 Evan

10

185

( G)

103 4 29 2 45

1

()

$100,

2

(

)

186

OK

3 105 ,

4

187

5

$50

$100

Evan

Evan

$20$18 Evan ?

6

7

Evan

188

8

9 Evan

10

189

( H)

103 4 30 3

1

()

2()

3

4

5

6

7

8

9

10

190

( H)

103 4 30 3

1 (

)

:

2()

:

3

:

4

5

191

6

7

8

9

10

$90